A Generation of Innovators
Generation Z AKA Gen Z, iGen, Centennials, Digital Natives, Digital-ties, Z ers, zoomers, the largest generation in American history making up 27% of the US population. They are the children of Generation X mostly and some Millennials. They are the most ethnically diverse generation of them all with almost half of Gen-Zer’s are minorities. They are the most educated of all the generations 1 in 2 will go to a university. They have unlimited wealth of information 57% will be enrolled in a 2 to 4 year college higher than any other generation, 52% millennial and 43% generation x.
They are tech savvy have a question google it, 66% say technology makes them feel anything is possible. They are the true natives of the digital era spending 15.4 hours a week on their smart phones. Zoomers are more realistic than their predecessors already knowledgeable that handwork is the road to financial stability primarily due to growing up during the Great Recession. They are entrepreneurial driven they do not want to answer to a boss, 72% want to start their own business. They have a philanthropist nature about them, 93% feel that organizations that impact society affects their decision when looking for employment. Centennials are digital buyers they have a fundamental understanding of e-commerce and these digital natives are the first generation experiencing the extraordinary technical advances of the last 20th century. By studying generation z and their social and digital preferences is a key factor to creating memorable marketing campaigns. They are the future business owners, work force, they are the present day consumer who run on TikTok, Instagram, Twitter and Snapchat. The internet is their guide to the universe and it is our job as marketing strategists to navigate these waters in search of inspiration for the next captivating social media campaigns. In addition to Gen Z studying each generation and researching their social media habits and platforms we are able to create a more personal campaign focused of the Brands target audience.
Cenntenials
Centennials have zero concepts to what dial up WIFI is or how to burn a CD. They have grown up on the idea that they can speak to anyone around the world when ever they choose to. Music consumes them they have an eclectic catalogue of songs spanning from all decades making this generation all the more impressive. They prefer streaming to your every day cable provider. They are avid gamers and the first consumers that are completely immersed in the digital era. During childhood and teenage years is when you develop a unique language for interpreting the present day society. Each generation has left their mark in some form or another but it is this generation that has me bracing for impact. The majority of this generation is is still under 18 with their eldest members just starting to graduate college and enter the work force. I must proclaim how invested I’ve become, wondering what innovative entity they will create, invent or change. These young shakers and movers of Generation Z have captured my attention for reason’s you probably didn’t even know.
they have eclipsed all generations before them by embracing equality
Gen-Zer’s are accepting on a grand scale. They are the most tolerant of generations. Zer’s think that being socially liberal just goes without saying and are often horrified that anyone could think any other way. They were children during social movements such as gay marriage rights, Black Lives Matter, Transgender rights and Me too movement. They have eclipsed all generations before them by embracing diversity and inclusion. They are the children of the children who fought to break the cycle of abuse. Most have never been spanked nor know what that is. They are the result of the campaign “Use Your Words” and the “Anti-bullying” movement a concept now adopted into every school across America. Gen Z are the beautiful result of change to an old broken philosophy of how to raise children. It is no longer expected for children to be present but silent as it were for my childhood years. They are taught to advocate for themselves, express what they think, they respect the rules and their peers. In my son’s high school they don’t use locks on their lockers why I asked, with his soft spoken voice my son answers, “because Mom they haven’t had a case of anyone stealing since 2008”. They are the descendants of a generation that fought for change in the way children are raised It has now been proven by Gen Z, when we use a productive approach it will create a positive outcome.
feeling safe during TURBULENT times
For Generation Z they live in a world that has never felt safe to them. The difference between Millennials and Centennials is do you remember 911. The oldest of Gen Z it happened in their lifetime when they were too young to remember, for most, it is a historical event. As children they have experience tumultuous times in society both nationally and Global. Generation Z dealt with stressed parents during the Great Recession, racial inequality, climate change, gun safety and demands for reforms, sexual harassment “Me Too” movement, gender equality and the worst health crisis in over a century. The most serious confrontation with systemic racism and the worst economic slump in 70 years. And yet despite that and their declining mental health 62% believe they have the potential to change the world. In a world where we have no idea what tomorrow holds, with tension growing to the east, war in the Ukraine, inflation, an administration headed off the rails this country needs a generation such as the likes of Gen-Zer’s with the guts and grit to take on a flawed system.
A recent study by The American Psychological Association “APA” reveled, “Stress in America A 2020 Report”, assessed generation z the results were as follows, Gen Z adults are scoring their stress levels much higher than any other age groups. A total of 34% say their mental health was worse than that of a year ago. They were more likely to report symptoms of depression, 75% say they feel so tired that they sat around and did nothing, 74% were restless, 73% struggle to think properly or concentrate, 73% felt lonely and 71% felt miserable or unhappy. As a parent of a Generation Z these are somber statistics. Being that I witnessed first hand the effects the pandemic had on my child and his friends, talking with other parents this was the single most horrific experience to be powerless over your Childs state of mind. Being locked up in the house for 5 months not seeing their friends for even longer and that awful virtual learning which was an absolute systematic fail on multiple levels. While the older students faired better it was the younger students that faltered.
Children and teens need to be in a classroom setting in order to learn effectively not home where there are numerous distractions. There where parents that still had to go to work for those in the medical or service field leaving their high school students home all day to navigate through the debacle of virtual learning. It is no wonder they are stressed and have anxiety about the future, they feel the law makers and government has led them astray. They have a declining lack of trust in institutions and those in power across segments such as the police, courts, the military, news, media, Hollywood and the US Government. Statistic show that 81% say the US and this administration is on the wrong track and only 5% strongly agree the world is a fair place. All that and yet they still feel they have the power to make a change.
generation Z and social media marketing
For what it is worth generation z has a voice and a loud one at that. They have something generations before them didn’t. They have the single largest platform that exists to express their opinions and that is called social media. They do not know a world without Instagram, TikTok, internet or Apps. They are always connected unrestrained and they understand the capacity their voice has prompting awareness giving Zoomers the opportunity to be heard anywhere, in every time zone and every country. There are no borders to adhere too for this young generation of change. They have influence beyond their years and purchasing power which is predominantly growing. Making this generation acceding all others, the one to look towards when brands and companies are developing new innovative marketing strategies. For it is this generation companies and their brands need to keep a watchful eye on. For it is this generation changing the social media market and online commerce.
the value of their brands
Generation Z is challenging the long standards and core values of brands. Brands are now reinventing their marketing techniques with the youngest consumer in mind. Z er’s are taking the activist approach but with a twist they know non-profit and governments are moving too slow and they want action and fast. They demand climate change planet earth has to be a priority, they demand equality and those who are not doing right by others to be held accountable. In order to create a fast track solution to this they are turning to their brands, Brands are an extension of their own values and they are raising the bar for brand behavior because Gen-Zer’s are brilliant enough to know they can not do it on their on.
Social Media Marketers, Marketing firms, companies and brands I hope you are all listening because this is where you need to pivot and get the job done. Generation Z strongly believe that corporations and their leaders play an important role in the community and should use their influence to not only impact political and cultural issues, they should demand action from the officials in power to act on these demands and engage in providing a effective solution therefor manufacturing a long awaited change.
Another report on Gen Z author, Porter Novelli wrote, “Generation Z joins the Social Justice Movement,” 81% of Gen-Zers believe social media gives their generation more of a voice. By using online platforms it provides them with a constant loud speaker to have their voices be heard and known especially to all companies and brands. Those seeking to tap into their market and buying power will be the innovators and those in markets that are not listening to this young influential generation are doing so at a great risk.
With the majority of generation z still under the age of 18, why is it they expel strength mirroring that of a heavy weight fighter. They demand transparency from their brands, to take action and fulfill what they promised holding true to their word at all costs. Gen-Zer’s buying decision is not based solely on price and quality but rather the strong moral compass their brands hold true to. We should expect to see a great deal of influence, innovation and further technological advances in the future. A generation that makes up a quarter of the American population is paving a path worth taking notice of. They are setting the standards for us all to adhere to and this is the essence of a generation wise beyond their years.
I mentioned how I am invested in this generation and how I am fascinated by their maturity at such a young age. After researching the statistics and analysis made by APA and influencers I decided it was time for me to put all these stats to test, the verbal Q and A test. I sat down with my own group of Generation Z asking the same questions and here are my findings. A group of ten names withheld due to minors
testing the reports statistics
First and foremost they did not disappoint me. Out of the group of Gen Z I interviewed they all fell right in line with their characteristics and qualities mentioned above. On climate change it was unanimous across the board that non-profit and those in power are not moving fast enough on the subject nor do they feel they are doing enough to help reverse or stall the climates pace of changing. Brands and corporations should do so much more than they are. These brands and corporations need to actively publish the importance for change significantly more than they are doing already and how their brands will effectively help the issue of climate change. America needs to be more self dependent and not depend on other countries for oil or manufacturing. Music means everything to them and their platforms.
No they did not know what dial up WIFI was but to my surprise they new how to burn a CD. They prefer streaming to cable and social media definitely makes them feel like they have a stronger voice. There is a lack of trust in news outlet, media and corrupt Hollywood however for the most part they feel safe in the world today. The pandemic was hard and they hate the word quarantine but they feel happier today and are not depressed. They understand what a nuclear threat is but have faith in other countries to have enough common sense to know if the threat becomes much more immanent. Did you catch that? They have faith in other countries not theirs. Equality is a must! There should be equality for everyone across the board and they all felt that tolerance was the most effective way to end injustice. Lastly but I think perhaps the most significant every last one felt that they had the ability to make a change.
As a member of Generation X I couldn’t be more proud by this extraordinary group of kids. They have exceeded all my expectations of integrity and wisdom. Tonight I will sleep better knowing that our country and world rests in the hands of our future Nurses, Engineers, Nobel peace prize winners, political figures, a junior Olympian, FBI agent, Entrepreneurs, Tech and App creators, Start ups and climate changers.
Links:
APA – The American Psychological Association insiderintellegence.com. Forbes.com Morning Consult Generation Z World Tracker Porter Novelli, Gen Z joins the Social Justice Movement